Yautepec is fairly confident that California-based artist Sergio Bromberg has selected them for an evening happening– Thursday, June 14, 2012.
Yet with the interweaving layers of framing at work in Sergio’s projects, it can be a challenge to determine what's in and what’s out.
On approach, Sergio’s works seem to be contained within one single art context, the storefront windows of Yautepec’s San Rafael gallery, for example, framing the interior activity and separating the project from the street.
Entrance, however, gives way to more entrances. From the other side, those storefront windows frame the street, making the pedestrians of Calz. Melchor Ocampo inhabitants of a panorama. Those inside now watching the city as spectators are watched themselves by other sets of eyes through other, simultaneously operating frames, both architectural and contextual. Those moving further into the project’s space are passed by others also moving further into the project in the opposite direction.
Sergio’s works both foreground and camouflage their both/and qualities.
During a residency at a bar in San Francisco’s Mission District, he recruited other customers and staff as models and a crew in anticipation of a photo shoot for an artwork he’d make on site - though undeclared, the introductions, interviews, oral contracts, and team-building process formed the core of the art.
Sitting on a couch in a window space at the facade of a commercial gallery in Los Angeles, Sergio invited passerby to join him, hang out, drink a beer, and, if they wished, take some pictures from the camera he’d installed on Wilshire Boulevard looking into the window. The photos were then projected inside the gallery space as part of the installation, and prints were framed and sold from the director’s office like an average art object. The projected and framed photos were then both consumable, individual artworks in the installation and secondary documentation of the performance around, and preparation for, themselves. A guest’s experience on the couch with Sergio would have been, concurrently, part of the gallery space’s exhibition and a unique element of the neighborhood’s street life - measuring which urban elements were and were not then official parts of the work would have drawn quick attention to the arbitrariness of such effort.
Sergio has previously engaged audiences in and around Steve Turner Gallery (Los Angeles), Venice 6114 (Los Angeles), CitizenM Hotel Lobby (Amsterdam), Otis College (Los Angeles), the Garter Room (Venice, CA), and the Casanova Lounge (San Francisco). Please join us at Yautepec for a festive expansion of his Matryoshka doll methodology.
MORE INFORMATION: http://sergiobromberg.com/yautepec